• 1 Validated learning over opinions and conventions
  • 2 Customer focused collaboration over silos and hierarchy
  • 3 Adaptive and iterative campaigns over Big-Bang campaigns
  • 4 The process of customer discovery over static prediction
  • 5 Flexible vs. rigid planning
  • 6 Responding to change over following a plan
  • 7 Many small experiments over a few large bets

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